Mobile: Moving Across All Screens

Tag the Weather

“Tag the Weather works because it embodies the traits of a great modern creative idea.”

Ed BrojerdiPresident and Co-Chief Creative Officer,kbs+

In Sweden, Procter & Gamble Nordic teamed with Saatchi and Saatchi Stockholm for the location-based Tag the Weather campaign to pump up sales of Gillette Venus razors during the cold months. Consumers shared pictures of their local weather to a jury of bloggers in warmer climates through Instagram. The uploaded photos were judged for “weather sympathy” from the jury and given an objective bad-weather score based on the photographer’s specific location and how the weather compared to historical data—the worse the weather was relative to historical trends, the higher the score. Users were incentivized to participate through Gillette discounts and the possibly of winning a trip to a sunny, warm locale. In the end, the jury picked 14 finalists, and the winners’ photos were featured in a small exhibition in Miami. With the highly social and carefully targeted campaign, Gillette won too with significantly higher sales.

“Tag the Weather works because it embodies the traits of a great modern creative idea. It was born out of a smart insight. It hit directly against and broke through to the target market. It addressed a market and sales issue head-on with a solution that drastically affected sales. It also used modern platforms and consumer behavior to help bring the idea to life. It has a little bit of something for everyone.”

— Ed Brojerdi, President and Co-Chief Creative Officer, kbs+

Select Success Metrics

Online sales of blades increased 100%.

Online sales of the campaign product increased 570%.

The campaign reached 91% of all Swedish women 18-35 through Facebook and Instagram.